Blog Series on Employer Brand Activation: Part Three - Developing the EVP, Messaging, and Personas

In this post we'll explore the crucial aspects of developing a compelling Employee Value Proposition (EVP), crafting effective messaging and communication, and constructing targeted candidate personas to optimize your talent acquisition strategy.

EVP Development and Validation

Creating a meaningful Employee Value Proposition (EVP) is essential for establishing a strong foundation for your employer brand. The EVP defines the mutual benefits and expectations between employees and the organization, serving as a tool to engage prospective candidates and differentiate your firm from competitors. In this section, we'll outline the key considerations for developing a compelling EVP that resonates with your ideal candidates.

Resonating with Your Ideal Candidates:

  • Ensure your EVP speaks to and resonates with the target audience.
  • Clearly identify the benefits and advantages candidates receive by working with your organization.

Differentiating Your Organization:

  • Craft an EVP that highlights how your organization is unique and offers a better work environment than competitors.
  • Ensure your EVP can be easily understood and delivered within a few seconds.

Guiding Future Conversations:

  • Use your EVP to guide conversations with ideal candidates.

Address the following key aspects in your EVP:

  • Work and career experience value: What work and career experiences does your organization offer that are valuable to candidates
  • End-benefit: What are the long-term benefits of working with your organization?
  • Target candidate: Who is your ideal candidate, and what characteristics do they possess?
  • Uniqueness and differentiation: What makes your organization stand out from competitors?

By focusing on these considerations, you'll be able to develop a powerful EVP that not only supports your messaging and content but also helps your organization stand out from the competition. This approach will ultimately lead to attracting and retaining top talent who align with your company's values and culture.

Messaging and Communication

Gathering insights from current employees, former employees, and prospective candidates is essential for developing effective employer-facing messaging and candidate personas. In this section, we'll outline the key questions to ask these groups to ensure your messaging and communication strategy aligns with their needs and expectations.

Current Employees:

  • Attraction and expectations: What attracted you to the company, and have your initial expectations been met? Please explain.
  • Tangible benefits: Which tangible benefits (e.g., salary, health plan, PTO) are most appealing to you, and why?
  • Intangible benefits: Which intangible benefits (e.g., culture, job satisfaction) are most appealing to you, and why?
  • Fulfillment and value: What do you find most fulfilling or value most about working here? Please explain.
  • Retention: Why do you choose to remain with the company? Please explain.

Former Employees:

  • Attraction and expectations: What attracted you to the company, and were your initial expectations met? Please explain.
  • Reasons for leaving: Why did you choose to leave the company?
  • Description: If asked, how would you describe the company to someone considering a job opportunity here?

Prospective Employees:

  • Perception: What is your current perception of the company, and how did you form it?
  • Appeal: What aspects of the company make it an appealing place to work?
  • Tangible factors: What tangible factors (e.g., salary, health plan, PTO) are most important to you when considering a job opportunity, and why?
  • Intangible factors: What intangible factors (e.g., culture, job satisfaction) are most important to you when considering a job opportunity, and why?

By asking these questions, you'll gain valuable insights that can help you tailor your messaging and communication strategy to resonate with your target audience. This data-driven approach will lead to a more effective employer brand that attracts and retains top talent who align with your organization's values and culture.

Candidate Personas & Audiences

By analyzing the collected data, we will construct "best fit" candidate personas, profiles, and narratives to guarantee that our messaging and recruitment strategies reach the appropriate individuals. Candidate personas are representations of ideal candidates based on actual information, encompassing their attributes, qualities, and abilities.

Personas will enable us to concentrate our attraction endeavors, streamline recruitment and hiring processes, and develop more pertinent job descriptions. Knowing our target audience allows us to boost the number of applications, pinpoint the most effective channels for reaching audiences, and coordinate sourcing, recruiting, and hiring managers to zero in on the right candidates.

A crucial aspect of crafting personas is filtering out those who may not be an ideal fit. A popular eyewear company accomplishes this in a warm and welcoming manner, clarifying that they are searching for specific types of individuals: relentless go-getters, idea generators, top performers, and those who are "good company." This method may entice some while dissuading others who may not conform to the company culture.

In developing our personas, we will employ a structured Candidate Persona method. Once finalized, we will utilize these personas to align content with our target audiences, ensuring consistency with the candidate journey and funnel. This targeted strategy will ultimately assist us in attracting and engaging the right talent for our organization.

To help your company navigate change and lead the shift to modern talent acquisition get in touch, or to join TalentSum as a colleague and do rewarding work that integrates with your life, visit careers to learn more about the profiles we seek.

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